Image is everything in the race to save the world

But we all need to feel like environmentalists to turn this thing around, writes Kate Hughes

We have to feel like we are part of the eco-tribe (PA)

Eco-consumers have a bit of an image problem. The diverse ranks of teenage activists form a remarkable, huge group making waves, gaining traction among their peers and changing the world.

But the adults seem to come in two flavours. Either they are aging semi-rural hippies, or they’re achingly cool 22-year-old Notting Hill types, endlessly insta-documenting days of stone-washed linen and sun-drenched wooden washing-up brushes.

One tribe does tie-dye and batik, the other lives in organic cotton dungarees. One won’t think twice about getting on a plane to Bali, the other claims to have shunned chemicals but has perfectly dyed hair and whitened teeth.